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APeeling in Summer

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APeelingDenition of EntrepreneurKnow YourAudienceWhat is Your BrandDigital MagazineSummer 2020

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Shannon’s Thoughts It’s half way through summer during a pan-demic and people didn’t get the memo. Have you seen the video of the Niagra Falls tour boats? The big story is how many people are on the Ca-nadian boat vrs the American boat. I think the big sto-ry is why are so many people taking a vaca-tion during a pandem-ic? The story showcas-es Canadians are dif-ferent than Americans. Usually it’s hard to see the difference because the US media, movie industry, culture, and digital world are so close to Canada we evolved into mini-mes.Then along comes this little virus and wham - the border shuts down for the foreseeable future. A border, which has never closed since it opened. The world’s largest undefended border - is CLOSED because we are still very different. First, there are 1 Canadian for every 10 Americans. However, according to the Globe and Mail, 60-70 per-cent of Canadians live SOUTH of the 49th Parrallel. Ninety percent of Canada’s 35 million people live 100 miles from the US / Canada border. Meaning we are piled up as south as we can go without becoming Americans. We live in only 4% of our country, increas-ing the density of our cities, which were hit hard by the pandem-ic and yet, they faired better than US cities. I believe there are two main reasons Can-ada faired better than those South of the Border. Our attitude towards the authority of government and Can-ada’s high level of ap-athy towards anything political. Even though health-care here is run by government agencies, it is not a political hot button issue. It is seen as a right and most of us listened to doctors, like Dr. Henry in BC, and so did out political leaders. We stayed home, we stayed apart, and then.. Summer hit. The Apple Peels are link buttons.

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I made changes to help readers nd the stories they want to read. First Section Each page is the start of an article so you can see if you want to read more of it. At the bottom of each page is a peel to click to go to the full article. Second SectionThis section is two pages listing the contributors and the clients of MarketAPeel who are featured in this issue. Click on the images to go to the appropriate pages.Third SectionThis is where the articles start and you can experience the magazine one page at a time.Click the Peel to go to section oneClick the Peel to go to section TwoClick the Peel to go to section ThreeHow to NavigateAPeeling

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How often haveyou heard, you needa personal brand?Whether you are tryingto secure a new po-sition, build a book ofbusiness, or becomeknown as an ‘expert,’a personal brand is arequirement. Employ-ers are doing their duediligence and search-ing Online to nd out ifthey will make some-one an offer becausethey are covering theirown butts when mak-ing a decision. I’m sureyou have heard storiesabout people who ei-ther didn’t get a posi-tion because a poten-tial employer checkedout their Online foot-print or someone wasred because of a so-cial media post.Throughout timepeople have judgedeach other, spreadrumours, and ruinedreputations. Today, itis easy for others tospread gossip andfor us to ruin our ownreputations with thewrong post, howeverat the same time, it iseasier for us to protectour reputations fromslander by creating astrong personal brandDene Your Personal BrandClick the Peel to continue readingby Shannon Peel

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If I think about integ-rity, I think about hold-ing people accountable to their words and ac-tions. I used to have Monday meetings at Matrix, my IT company, at noon every week. It was an hour and a half long meeting about life by design and people hated it, until they start-ed realizing why we were doing it. One guy would al-ways show up late. I wouldn’t have a con-versation with him about his tardiness because I didn’t want to have a conict and he was such a good employee. I didn’t want to lose him because I knew he didn’t like the meeting and wanted to rock the boat. I didn’t push him. He kept on showing up late and then one day I said, “Listen, you know you are showing up 10 min-utes late and there are 10 of us in this meet-ing. That’s one hun-dred people minutes you waste each week and I can’t afford for you to not showing up on time. You need to show up on time.” The next week, he showed What is Integrity?Click the Peel to continue readingby Likky Lavji

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There are thoseleaders that rule byfear and an iron st.Where punishment for‘not doing as I say’ isthe norm. These lead-ers are only a leaderin name/title alone.Their followers are notreally following out ofrespect or motivation,they do so only be-cause of fear of somerepercussion, such aslosing their job. Butthere is no real teamunity, cohesion andsupport of the over-all vision and mission.And often, this createsa high attrition rate.On the oppositeend of the spectrum,are those leaders thatmay be very likeablepeople, and want togrow and nurture theirteam, but lack the skillsto do so. They oftenare people pleaserswho are afraid to takea real stand as theyfear not being liked oralienating team mem-bers. Both are ineffec-tive leadersMost leaders aremade and not born.Learning the skills tobe an effective andpowerful leader re-quires personal de-From People Pleasers to LeadersClick the Peel to continue readingby Alaina Schwartz, JD

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 Can anyone be an entrepreneur?The answer lies inthe denition of theword, however, theword itself has lost it’smeaning by being over-used in all aspects ofprofessional life.The word “entrepre-neur” originates fromthe French verb, entre-prendre, meaning “todo something” or “toundertake.” In the 16thcentury the word entre-preneur meant some-one who undertakes abusiness venture.In 1730, RichardCantillon dened, “Thewillingness to bear thepersonal nancial riskof a business ventureas the dening charac-teristic of an entrepre-neur.” John Stuart Millsaid an entrepreneur is,“A person who assumesboth the risk and themanagement of a busi-ness.” So, an investorwho takes on risk with-out the work is not anentrepreneur in his de-nition.In the twentiethcentury, Joseph Schum-peter said, “An entre-preneur is an innova-tor who implementsWhat does Entrepreneur Mean?Click the Peel to continue readingby Shannon Peel

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Since the early days of the US response to COVID-19, our kitchen table has been home to a pile of newspapers in various states of or-der. There’s the stack of the week’s papers, the news sometimes too fresh and real to face. There’s the fold-ed assortment of mini crosswords from Page 3 that often serve as a welcome alternative to polite conversation at yet another meal at home. There’s the treasure trove of arti-cles that struck a chord awaiting clipping and glueing into my now beloved Quarantine Journal. Today’s crossword, actually published 6 weeks ago yet still lingering in the pile, gives two clues on the power of print to reach and connect with all those customers safe at their own kitchen tables. Eight across - “things stuffed in takeout bags” and one down - “answer to the riddle ‘what stays in one corner but travels Print that PersistsClick the Peel to continue readingby Alicia Wilhelmy

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Pivoting during Con-tent is a huge part ofevery business’s overallstrategy. It forms partof your branding, yourmarketing, your busi-ness plan. It’s a largecomponent of how youreach your goals, re-gardless of what yourgoals are.If you want to benoticed, you must bepublishing content thatappeals to your targetaudience on a regularbasis.But what do youdo if you have no ideawhat to create? Howdo you come up withthe content ideas toll your emails, salesfunnels, blog posts, orads?It’s something al-most every single oneof my clients havestruggled with – andwhat they pay me tohelp them with. But it’salso something I strug-gled with for manyyears in my own busi-ness, and this strugglemade me feel like a bitof a fraud.Why was it so easyfor me to create a con-tent plan for my cli-ents, but so difcult forme to create one forUnlimited Content IdeasClick the Peel to continue readingBy Trina Waller

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As a novelist, I cre-ate characters out of thin air and put them into different situations to tell a story. The more I know about the char-acter, the more believ-able I can make their reactions. The more be-lievable their reactions, the better the story. You don’t want ev-ery person who walks through the door be-cause most will cause you more headaches than they are worth. That is the great thing about being self em-ployed - It’s your busi-ness, you get to work with the clients you want. Yes, money is part of the equation, but you only have so much time to work, don’t ll it up with the wrong thing. Take what you have to in order to pay the bills and leave enough time to tell your story to the optimal clientele. Understand your busi-ness, product, and ser-vice To determine your ideal market, you will need to completely un-derstand your product, service, and business. I know you think you understand it, however, Know Your AudienceClick the Peel to continue readingby Shannon Peel

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Around us, busi-nesses are reopening, like Sleeping Beauty’s castle after the spell is broken. Many peo-ple experienced life during a pandemic for the very rst time. They saw their favou-rite businesses close temporarily or perma-nently. Around them, people lost jobs. They changed their every-day routines and were separated from friends and family. This was the world that many people had experienced as they entered phase 2. One question lingered on their minds: Was it safe to go back to the restaurants, stores, and workplaces they used to frequent?This question is an important one that our organization, Yellow Cross, chose to tackle for business owners. If you are reopening your business during the pandemic, a clear training plan for your staff can improve safe-ty for both employees and customers. Clear Plan for ReopeningHave a Covid Plan for WorkClick the Peel to continue readingBy Vanya Wryter

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“I’m calling you and all of my friends and colleagues of color to check-in and see how you are doing.” That was the voice-mail I left for a client-turned-friend to see how he was doing. I hadn’t rehearsed what I was going to say. I was just calling to check-in on a friend like I had with the co-author of this series on race, Gina Green-lee. The next day I was delighted when my friend’s name popped on my phone. We updated each other on our kids, shared Covid-19 impacts and discussed the latest act of racism and the en-suing protests to end police brutality. It Takes Courage and Openness. “One more thing before we hang-up,” he said. “I have to tell you this because we’ve known each other a long time and I value our friend-ship.”Discussing the UndiscussableClick the Peel to continue readingby Margaret Greenberg and Gina Greenlee

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Does your child get down on herself? Is she hard on herself? Is she a ‘perfectionist’ child? Some parents have reached out to me to ask what they can do to help their child who they believe has per-fectionist tendencies. As someone who grew up with a mother with perfectionist tenden-cies, I picked up those qualities too in many ways. It isn’t easy go-ing into the adult world expecting and wanting things to be perfect from the start, and then realizing there will be many roadblocks, ‘plan B’s’ – which a perfectionist mostly hates, and even fail-ures. -- What? Failure? Aarrgh (running in the opposite direction…Right?) I’ve been working on those tendencies since I was 19 years old and have worked to diminish the effects of these habits on my life. There are adults in their 60’s now trying to unravel their perfec-tionist habits so they Empower the Perfectionist ChildClick the Peel to continue readingby Ashley Anjlien Kumar

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My late father’s banking career kept our family on the move. In fact, every few years we were transferred to a new place and by the age of 8 I’d lived in Red Dear, Thunder Bay, Saskatoon and Winni-peg. Then in an inter-esting twist: a ve-year move to Freeport in the Bahamas before re-patriating to Vancouver in 1982. The incredible resil-ience of kids is a beau-tiful thing. They just keep going. Adapting, adjusting, and onward they go. And I kept going. Getting used to another new school, new friends, a new phone number and ad-dress to remember in case I got lost (which I actually did once!) and on to the next destina-tion. Our Bahamian ex-perience of the late 1970’s-early 1980’s proved to be pro-foundly formative for me. My sister and I attended a British-style private school with The Extraordinary in the OrdinaryClick the Peel to continue readingBy Ashli Komaryk

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Are You Overwhelmed by the amount of Content you need to post on Social Media?APeeling members have access to a content library lled with generic evergreen content which they can use for their own social media postsLearn More

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This Month’s ContributorsShannon PeelAlicia Wilhelmy Trina WallerMargaret GreenbergYou ? Ashli Komaryk Paula CurteanuAshley Anjlien KumarYiran Dong Vanya WryterAlaina Schwartz, JD

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MarketAPeel ClientsBecome an APeeling Member • Discounts on products, • Access to Content Libraries• Personal Branding Workshops and • promotion in the APeeling Magazine• Learn how to tell your storyClick the Peel to Learn more - Winex HealthEat Real Meals All Your Meals AYM KitchensMeadow Hygiene

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How often haveyou heard, you needa personal brand?Whether you are tryingto secure a new po-sition, build a book ofbusiness, or becomeknown as an ‘expert,’a personal brand is arequirement. Employ-ers are doing their duediligence and search-ing Online to nd out ifthey will make some-one an offer becausethey are covering theirown butts when mak-ing a decision. I’m sureyou have heard storiesabout people who ei-ther didn’t get a posi-tion because a poten-tial employer checkedout their Online foot-print or someone wasred because of a so-cial media post.Throughout timepeople have judgedeach other, spreadrumours, and ruinedreputations. Today, itis easy for others tospread gossip andfor us to ruin our ownreputations with thewrong post, howeverat the same time, it iseasier for us to protectour reputations fromslander by creating astrong personal brandwith engaged follow-ers who will championand protect us. It en-ables us to login andrespond to questions,give gratitude to pos-itive messages, andround out negativemessages with ourside of the story.What is apersonal brand?It is you, your sto-ry, your image, andyour reputation. Thehardest part of creat-ing a personal brand isknowing yourself wellenough to be able totell your story honestly,positively, and consis-tently. Once you knowwhat to say, you willdiscover content ev-erywhere you go.NarrowYour MessageYou are betteroff with a few follow-ers who are activelyengaged with yourcontent than a lot offollowers who nev-er see you. Engagedfollowers spread yourmessage and tell oth-ers what your do. I amlucky to have a handfulof people telling peoplehow wonderful I am atwhat I do. However ifthey don’t know whatI do, the message canget lost in the detailsand the person theyare talking to becomestoo confused to beinterested in my ser-vices.MarketAPeel’sCCO, Marilyn Ander-son, goes to variousevents in Vancouver toDene YourBrand StoryBy Shannon Peel

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meet new people and nd the right connec-tions for our clients and myself. It is important Marilyn’s ability to match businesses to the people by being specic about what they need is the secret of her success. Sure the businesses do more than she commu-nicates, however, the potential lead is only interested in why they need to contact the business. Many freelancers focus on what things they are ‘experts’ in: The best website de-signer, the greatest social media strate-gist, and the smartest Adwords specialist. These are strong fo-cused personal brands, which are easy to clearly communicate to the marketplace. The problem with them is they are not unique, authentic, or memora-ble because they are generic and subjective. Just because you say you are the greatest, doesn’t mean people will believe you. It can be difcult for someone looking for a specic skill to nd me or know how to refer me because I do too many things. To solve the problem, I focus on a narrower audi-ence. For example, ‘I help executives dene and tell their stories to the marketplace when transitioning to the speaking circuit.’ The list of all the pieces I create is not as import-ant as why certain peo-ple need me.Be Genuine The best personal brands are genuine and authentic because intelligent people see right through insincer-ity and fakery. Brands who are copycats or dishonest may have initial short term suc-cess, however, once people feel lied to, they will loudly push back and walk away. “Be genuine. It will make it much easier to

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manage your personal brand on a daily ba-sis,” explained William Harris, Facebook ads expert at Elumynt. Humour can help you stand out, howev-er, be careful to use humour appropriately. Sarcasm can be mis-understood, politically incorrect jokes can of-fend, and cynicism can paint you as negative. I am infamous for using sarcasm and cynicism, which on occasion results in offending more than connect-ing. However, when done right, my humour makes me stand out enough to connect with interesting people on Twitter. One individ-ual informed me that his team refers to me as the ‘anti-Christ’ be-cause my sarcastic, cynicist humour is the opposite of his motiva-tional message. Let your work tell your story by showing your audience how you help others, instead of telling them what you do. When you share examples of your work, you will have a person-al brand story made up of your skills, client testimonials, solutions, and how you spend your day. Tip: Search social media platforms for keywords describing what you do and then engage with the con-tent you nd by com-menting with your point of view, an answer to a question, or tell a story about how you did the exact thing they are posting about. By en-gaging with others you will get noticed faster than if you only broad-cast a message about you. Marketers and con-tent creators are able to show their work while building a brand because it is what we do on a daily basis.

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However, just like the shoemaker whose kids have no shoes, it can be hard to get motivat-ed to do the work for your own brand. By promoting clients on our social media plat-forms, sharing their posts, and the content we created for them, our stories are being eshed out with strong examples of our skills. Due to conden-tiality, many profes-sionals cannot share their client’s stories with the marketplace. It becomes difcult to tell stories when you have to be careful not to offend your client or break a privacy law. In these cases, you will need to rely on testi-monials from clients, on your own personal story, and on the top-ics of your profession by educating others. There are always ways to tell your story by using examples of your skills, work, and knowl-edge.Tell a StoryIf your personal brand isn’t telling a story, your audience has checked out. Stories have spe-cic structures and ele-ments. There is a hero or protagonist, a villain or antagonist, a plot, a conict, a climax, and resolution. Under-stand each role when dening your story to ensure the message is consistent throughout every post, article, in-terview, and image. There is no wrong way to dene your story. When I write a novel, I start with char-acter dialogue to tell me the story and then esh it out with the details. Other authors plan every detail of the story by creating an outline before they write a word. There is no wrong way to write a story. The problem most people face is guring out what their story should be. Some peo-ple end up telling every painfully boring detail in chronological order and they lose their audience in the details. Not providing enough detail will also loose your audience because APeeling in Your InBox MonthlySubscribe Today!

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they won’t know what you’re talking about. At MarketAPeel we help brands tell stories by asking questions, understanding the in-tended audience, and developing a plan of action to tell the right story. Knowing where your ideal audience hangs out will help you to determine where to tell your story. Each so-cial media platform has different strengths and different audience en-gagement, so it is im-portant to understand the platform’s purpose, users, and focus. You may love to throw out short quotes and thoughts on Twitter, however, if your ide-al customer is mainly interested in looking at photos on Instagram, you are in the wrong place and you either need to change your method or your deni-tion of an ideal custom-er. There are a vari-ety of platforms to tell your story on, use the methods you enjoy in order to consistently tell the story. If you are a wordsmith who likes to spin a yarn, blog, write articles, and per-haps a book. If you are a shutterbug with a unique eye, tell your story through photos. Whether you have a vlog, blog, or podcast is irrelevant, what mat-ters is you consistently tell your story using the chosen media. If you hate seeing yourself on camera, you will not have a success-ful vlog do to throwing away good content all because you didn’t like how you looked.Consistency is Key Being consistent enables you to be rec-ognized and build an engaged following. “Ensure that your per-sonal brand promise stays consistent, both Online and Ofine,” explains Fyiona Yong, director and millennial leadership coach (ICF ACC). “You have to demonstrate consis-tency across your com-munication, gravitas, and appearance. Don’t underestimate how tiny inconsistencies can derail personal brand effectiveness.” When your message is not genuine you will have moments of inconsis-Make APeeling BetterClick on the Peel to take a survey to help me Improve APeeling

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Want Your Own Magazine?MarketAPeel will Design your brand magazine for print or digitaltency, which will ruin your trustworthiness with your followers. Before you post something ask your-self, “Does this post communicate my core values, my image, or my brand message?” If the answer is ‘No,’ ask yourself why you want to post it and you will discover something new about yourself. At times, I have weak moments and it is easy to create a post about how unhappy, scared, or lonely I am feeling without adding how I am overcoming these negative emotions be-cause, at that moment, I am failing and I can’t post what I am think-ing. Consistency is also about doing the work to continue to create con-tent, post content, and engage with content on a regular basis, even when you don’t feel like it. There are days and weeks where I check out. During these times creating content is a grind because I have no motivation, no ener-gy, no creativity. I still have to roll out of bed and keep moving for-ward. I may not create a lot of content during these times, however, I have enough content to repurpose, repost, recycle to show my face where my follow-ers are.What stops you from being consistent with your story? Understanding why you are not able to be consistent will help you nd the resources to help you. If you are not a storyteller, you may need to nd a bit of help. There are profes-sional storytellers who will help you dene your story and set up an easy plan for you to consistently follow. If you are busy, hire a content creator who can create the story you want to tell and help you promote it to the marketplace. If you are social media chal-lenged, there are spe-cialists who will man-age your social media reputation for you. To succeed you need to get started today.

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Download a Free PDF Copy Creating MarketAPeel Personal Branding Workbook #1 - Your Values Our gift to youWe created the Creating MarketAPeel Personal Branding Workbook to help you discovery your story, dene your personal brand, and design a plan of action to tell your story to your ideal audience. The workbook is broken into manageable parts to make it easy for you to take the time to invest in your story. Our gift to you is a free download of the rst installment in the series - On Values.Click to learn more

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A Story of a Pandemic SummerBy Yiran DongJune 14th 2020Yiran: Good Company My friend Yiran Dong has been shar-ing her photos of a life during the Pandemic on Facebook. They tell the story of a single woman in Vancouver. She was gratious enough to let me share her story in pic-tures in APeeling. She is a talented photo storyteller with grace and style. Yiran is a Realtor in the Downtown Van-couver area. Connect with her on LinkedIn, she is intelligent and interesting with a great sense of humour.

Photo by Yiran Dong

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What is Integrity? According to the Webster’s dictionary integrity is the quality of being honest and hav-ing strong moral princi-ples; moral uprightness. Or the state of being whole and undivided. This denition doesn’t fully dene integrity. Integrity is doing what you say and com-mitting to what you said. It’s being congru-ent in your messages, being congruent in your values, staying true to yourself no matter the situation. It is also being true to what you committed to and having people in relationships with you, who are congruent to that integrity as well. It is being who you say you are and match-ing your behaviour with your words. It is the foundation for a successful em-ployee-employer rela-tionship. It promotes a culture where individu-als can depend on one another because they treat each other with respect. As a result, Keynote Speaker | Facilitator | ConsultantAPeeling Columnist

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people are typically more productive and motivated. My IntegrityStory If I think about in-tegrity, I think about holding people ac-countable to their words and actions. I used to have Monday meetings at Matrix, my IT company, at noon every week. It was an hour and a half long meeting about life by design and people hat-ed it, until they started realizing why we were doing it. One guy would al-ways show up late. I wouldn’t have a con-versation with him about his tardiness because I didn’t want to have a conict and he was such a good employee. I didn’t want to lose him because I knew he didn’t like the meeting and wanted to rock the boat. I didn’t push him. He kept on showing up late and then one day I said, “Listen, you know you are showing up 10 min-utes late and there are 10 of us in this meet-ing. That’s one hun-dred people minutes you waste each week and I can’t afford for you to not showing up on time. You need to show up on time.” The next week, he showed up late again. So, I told him go home. After that, he always showed up on time.I had to make showing up on time important to him and everyone on the team. This was a few years ago. He messaged me a cou-ple days ago saying, “I wanted to reach out and let you know that you had a mas-sive impact on my life. My time at matrix turned a lot of things right for me. It led me to where I am today and I couldn’t be more thankful. I often think about how different things would have been if you guys had not brought me on the team.” I didn’t think he got it, but he got it. I believed in integ-rity and following up. If you say you’re going to show up – show up. If you can’t do it, give people ample notice that you can’t make it. Don’t call in ve min-utes before saying I’m running late. You’re not running late. You didn’t

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think. You didn’t plan and you didn’t commu-nicate. I’m very particu-lar about time. I used to have a saying in my in my IT company, I have zero tolerance for not being excellent. That means we push hard. We give it all we got, we do everything we need to based on our core val-ues, based on who we are, and based on why we do things. We give it 110%. It’s not perfec-tion, it’s effort. It’s not saying “Well, whatev-er, we’ll get through it. We’ll just get it done.” No, it’s about getting it done so the people feel that they got so much value from you. They feel your excellence. Most people know what Ritz stands for. Excellent, excellent service. I had the op-portunity of staying there one night through a vendor, and I couldn’t believe they knew my name when I walked up to the front desk. The staff had a print-out of a prole, includ-ing a picture, on me before I went in. They nd you and now they have Google glasses to do facial recognition. It’s not, “Hi, how are you?” It’s “Hi, Mr. Lavji, Welcome to the Ritz Carlton. I hope your travels from Vancouver was good.” It’s an extra personal service. There was a sto-ry about Ritz Carlton where a couple who went out one night were going on a cruise the next morning. The wife’s heel broke on their way back to the hotel late at night. When they passed the concierge hobbling, he says, “Can I have your broken shoe? I’ll Discover how integrity is getting in the way of success for your organization, your team, and you.Free ebook DownloadClick to Discover

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have it resolved for you before you leave tomorrow morning on your cruise.” He knew exactly who they were and that they were leaving the next morn-ing on a cruise. He got the shoe xed and dropped off at the room nicely wrapped and said, “Enjoy your trip.” That is excellent ser-vice. That’s a different level and when we get to that level, we can achieve excellence all the time. But what’s stopping us from get-ting there? What blind spot is stopping you from living in integrity and being excellent? Your blind spots affect every aspect of your life, how you show up in relationships, and how you react to others. Every single one of your actions causes either a posi-tive or negative impact on others, who then react either positively or negatively towards you. This cycle can cause an issue to es-calate out of control or an emotionally charged situation to explode. In a professional environ-ment these reactions can impact a person’s future opportunities for advancement and the team’s effectiveness to succeed. As a leader, you will need the tools to understand the sit-uation and how to de-fuse any negative emo-tional build up.Likky Lavji is the Blind Spot Navigator, helping organizations, teams, and individuals discover the blind spots in their livesClick to DiscoverWhat is Your BS?Take the Free BS Assessment to discover Your Blind SpotsClick here

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June 23rd, 2020 patio time A Self Portrate

Photo by Yiran Dong

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Click to learn moreGet more from MarketAPeelMembers Only Content to download and post on social media to help you tell your story and connect with your clientsLevel one Challenges to help you learn how to tell your brand story, create content, and more. Online Prole for SEO backlink and to let other community members know about who you are, what you do, and how you can help them.Access to General Forum Topics to get support for your branding and marketing Access to MarketAPeel Group Chat to get to know community members and make better con-nections with like minded people

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There are those leaders that rule by fear and an iron st. Where punishment for ‘not doing as I say’ is the norm. These lead-ers are only a leader in name/title alone. Their followers are not really following out of respect or motivation, they do so only be-cause of fear of some repercussion, such as losing their job. But there is no real team unity, cohesion and support of the over-all vision and mission. And often, this creates a high attrition rate. On the opposite end of the spectrum, are those leaders that may be very likeable people, and want to grow and nurture their team, but lack the skills to do so. They often are people pleasers who are afraid to take a real stand as they fear not being liked or alienating team mem-bers.Both are ineffective leaders Most leaders are made and not born. Learning the skills to be an effective and powerful leader re-quires personal de-velopment as well cultivating strong communication skills to enable a leader to have “difcult” con-versations, easily and inspire team members to follow. One of my clients, Alice, struggled in her leadership and was a real people pleaser. Alice acted like a peer for so long, that her team of 12 treated her like a peer instead of the business owner and CEO that she was. She was afraid her team would not sup-port, aka like her, if she made hard calls and did not acquiesce to their wishes. She felt frustrated and defen-sive in team meetings when her authority was challenged. Alice had not garnered their re-spect as a leader. When CoVid hit, she attempted to moti-vate her team to pivot and nd alternate ways to serve the business-es’ clients, but her team essentially took a vacation. She then re-alized she alone is re-sponsible for ensuring her business survives and thrives. Alice nal-ly became the Captain of the ship. The coaching we had been doing to help her understand what it meant to BE a leader shifted from in-tellectual understand-People Pleaser to LeaderBy Alaina Schwartz, JD

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ing to experiential understanding and she nally started leading. As a leader, you alone see all the mov-ing parts and how they t into the business vision. While it is im-portant to create trust and inspire your team to be in service of the mission, ultimately, you are responsible if the ship sinks. Your team does not have the same 30k foot view you do when making tough decisions in service of the business AND the team. Alice created trust by communicating the business vision and listening to her team’s concerns. As a result of radically transform-ing her communica-tion skills, she got her teams’ buy-in through individual and collec-tive meetings and re-quired them to carry out plans that gener-ate results. She ultimately stopped being con-cerned if they were going to like her (and they love her!) and started concentrating on them respecting her instead. She focused on what the business’s needs were and what each team member’s role was in meeting those needs. When CoVid hit, Alice thought she was going to lose her busi-ness. Her business is now humming along with clear direction and everyone is on pur-pose. As a result, she is earning more, work-ing signicantly less, providing less services directly to clients and standing in her role as the CEO instead. When you stop caring about people pleasing, lead with compassion, develop yourself and more ef-fective communication skills and align with the business’s mission and purpose, you are a far more effective lead-er and you’ll have the results in your business to prove it. Alaina Schwartz, JD helps leaders suceed and achieve the results they want.Click the peel to learnmore about her

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July 3rd 2020 Yiran: When in doubt, look at how water ows and trees grow

Photo by Yiran Dong

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 grow and move intonew areas, growingopportunity for multi-ple types of businessesto open up until thegrowth of the city stopsor decreases. In the 1980s andthe 1990s local govern-ments adopted Kirzner’sideology and switchedtheir focus to attractingentrepreneurs in theform of small businessowners. This is the timethe word gained pop-ularity and became anacceptable professionto study in post-sec-ondary schools. Today,most of Canada’s econ-omy is made up of en-trepreneurs, small busi-ness owners who aretrying to make a livingby building their ownsmall dreams. Not allentrepreneurs own pri-vate jets or live in man-sions around the world,most of us are just likeyou, except we createdour jobs. Is it any sur-prise that thirty yearslater the denition ofthe word has becomemuddied and is overused? When I was help-ing Anthony C. Gruppowrite his latest book,Pushers of the Possible(available on Amazon- just saying), he toldme, “Everyone can be aCEO. It is all in how youdene the role.” An-thony denes CEO as,“Coaching yourself andothers, be Entrepre-neurial in your thinking,and Own the position.”Does this sound likeyou?What does it meanto be Entrepreneurial?If everyone can be en-trepreneurial, is beingone as common as apenny, before Canadamade them obsolete? Then I met Cam-eron Chell. During hisweekly Build Impossiblecalls, he talks about hisdenition of the Entre-preneur, as it appliesto Maslow’s hierarchyof needs, saying entre-preneurs are a uniquebreed who need theself-actualization beforeeverything else. I asked ask my con-nections on LinkedIn fortheir denition.Monte Clark - Sure. I can dene it for youShannon Peel. Beingan entrepreneur is akin

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APeeling in Your InBox MonthlySubscribe Today!to being a Navy seal. A base jumper, a ropeless cliff climber, a sky div-er, a homeless person, an artist, a general, a warrior, a romantic, a counselor, and a lunatic all while loving every single minute of it! Tom Broxham - Re-ally good question Shannon Peel. Some words become used so often they become buzz words and lose all meaning. It is easy to say someone is but it is hard for someone to actually be an en-trepreneur. What peo-ple don’t see is all the work, dedication in behind being one.Marilyn Anderson - When I think of the Entrepreneurs I know, a few common traits come to mind, among them - Curiosity, prob-lem-solving, passion to create/help/achieve, in-terest in people, willing to share, ready to work hard and focus with passion/risk for their dream, realistic and hard-working, engaging and persuasive......Toni Seron - I’ve refused to call myself an entrepreneur in the past because I’ve only created one company (and, a sole proprietor-ship at that) and I have zero desire to build anything more. How-ever, I’ve expanded my view on the topic be-cause I’ve come to see my determination and commitment to what I do as entrepreneurial. Originally, I thought an entrepreneur would typically have the inter-est and ability to create more than one business over their lifetime.Neil Pretty - Interest-ing question. I believe that entrepreneurs have a few qualities in com-mon: a singular belief that their ideas put into

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the MarketAPeel forum topic set up to continue exploring this topic. One nal denition deep dive by asking the word professionals - The DictionariesThe Oxford dictio-nary says, “A person who makes money by starting or running busi-nesses, especially when this involves taking nancial risks.” 1) Is a Person 2) Makes money3) Starts a business4) Runs a business5) Takes nancial risksThe denition from the Cambridge dictio-nary is, “Someone who starts their own busi-ness, especially when this involves seeing a new opportunity” 1) A Person2) Starts a business3) Sees a new opportunityThe Merriam-Web-ster dictionary says, “One who organizes, manages, and assumes the risks of a business or enterprise.” 1) Person2) Organizes3) Manages4) Assumes Risk5) Any business 6) Enterprise included You may be wonder-ing why I am putting so much effort into den-ing a word. I mean what does it matter? Who cares what the actual denition is? How many of you communicate via text, IM, email? How many have received a one-word text? A simple sentence IM? A quickly typed email? AND mis-understood what the sender meant, inter-preted it wrong, result-ing in an emotionally charged reaction? I do this all the time. Given, a word like Entrepreneur does not result in an emotion-ally charged misun-derstanding, however when one reads a job description and it says they are looking for someone who is en-trepreneurial, what are they looking for? An employer wants to hire an entrepreneur See more ItemsMade withBuffalo LeatherAvailable at MarketAPeel.agency

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as an employee? Is that possible? And if so how? I know, failed entre-preneurs can be look-ing for work as employ-ees, however, can they be satised in an em-ployee role if they are truly an entrepreneurial person? As you can tell, my mind will keep asking questions to try to understand what is meant. Managers, business leaders, thought lead-ers, and business re-porters tend to grasp at the latest buzz word to make it sound like they are in the know, they are at the cusp of the next idea, and the person we need to pay attention to. Yet, most use these buzz words wrong, over use thme, put them into their cor-port materials and the words lose all meaning. I hope you will start asking questions when someone throws around a buzz word, a new word, or any de-ning word of a sen-tence to understand what they really mean. I doubt most really un-derstand exactly what they want. I want to know what you think about what an entrepreneur is, who they are at their core, and why they do what they do. Take a mo-ment to go to the fo-rum topic set up for this topic and be apart of the conversation while making connections with other like-mind-ed-people. Join me in the MarketAPeel CommunityStoriesForumsGroup chatsChallengesStore DiscountsSocial Media Contentand so much moreDiscover More

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Social Media ChallengeDay OneGo to the “About Me” section of your social media proles. • What does the messaging say about you?• Is all the information current? • Is all the information the same on each platform? If your prole description needs a re-do, now is the time to do it. Start out with what you do.Ex “I tell brand stories on digital platforms.” What makes you unique? Ex “My experience in sales, marketing, writing, and graphic design ensures I understand the whole brand storytelling process from start to nish.” What you can do for people?Ex “When brands and professionals want to tell a cohesive story to their ideal audiences using a multi-media and multi-channel approach, they call me.”Use formal language on linkedIn, be more personable on your personal Facebook, and keep your Twitter description short - with only one main hashtag and a link to your website.Not sure what to do and need help writing your prole description? Post what you have in the forum set up for this challenge to get feedback from others.Join the Challenge

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Email Marketing We’ve all done it. Given away our email for a free download, assessment, informa-tion. This is a fair trans-action - I give you my email address and you give me something I want. Now you’ve set up the download, you’ve collected the email ad-dress of your potential future client and you start emailing them a whole bunch of con-tent every day. STOP with the low value dai-ly content. It will raise the chance of people unsubscribing and when they do that, the email programs learn your email address has a high chance of being spam and you will end up in the spam folder. To give more val-ue you create another downloadable digital product similar to the one which enticed me to give you my email address. You put to-gether the email with a link to a landing page where I can download the new document. I click and the landing page comes up ask-ing me to give you my email address again in order to download. STOP! You’ve got my email address why are you putting me right back at the top of your funnel? You are supposed to be building trust, bringing me closer to a buying decision, not starting me right back at the beginning. Asking me to put in my email address again is a barrier and I’m going to unsubscribe be-cause you don’t know what you’re doing. No, because it’s frustrating and it’s easier to hit unsubscribe than it is to jump through hoops to get what I wanted. If you want to have a strong email list who is excited to open up your email and click the link to get more information. Make sure to make it easy, valu-able, and rare. What Not To Do

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Our gift to you.Click ToJoin A ChallengeMarketAPeelOne Week ChallengesSocial Media ChallengeAt the end, your social media proles will be branded and you will have a one week content calendar with a social media content process to tell a comprehensive branded storyWrite Your Story ChallengeWant to write your life story for prosperity, your family, or perhaps for yourself? Daily writing prompts to ignite your memoriesMarketAPeel ChallengeA quick step by step outline of how to get the most out of MarketAPeelone week challenges Designed to help you tellyour story. One Activity a DayOr Complete All at OnceYou Choose Your Start DateStep by Step InstructionsUse the Wix AppUse Your ComputerDiscover your StoryCommunity SupportCommunity Feedback

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Since the early days of the US response to COVID-19, our kitchen table has been home to a pile of newspapers in various states of or-der. There’s the stack of the week’s papers, the news sometimes too fresh and real to face. There’s the fold-ed assortment of mini crosswords from Page 3 that often serve as a welcome alternative to polite conversation at yet another meal at home. There’s the treasure trove of arti-cles that struck a chord awaiting clipping and glueing into my now beloved Quarantine Journal. Today’s crossword, actually published 6 weeks ago yet still lingering in the pile, gives two clues on the power of print to reach and connect with all those customers safe at their own kitchen tables. Eight across - “things stuffed in takeout bags” and one down - “answer to the riddle ‘what stays in one corner but travels around the world?’”. Now is the time to use print to the advan-tage of your business to solve the riddle of how to stay connected with customers. With the help of a local printer, you can pro-duce printed pieces like my beloved news-papers that make it from the mailbox, past the recycling bin, to the pile on the kitch-en table where they’ll be seen, enjoyed and discussed again and again. Brené Brown taught me long ago that hu-man beings are wired for connection and belonging. Right now we are missing out on being the places where we feel that sense of belonging. Print and direct mail give busi-nesses the opportunity to safely connect with customers and give them an experience of that feeling of belong-ing they have when we are together in person. The printed menu stuffed in the takeout bag can remind us of all the nights off from cooking we’ve enjoyed over the years at our neighborhood Thai restaurant. The stamp doesn’t have to travel all around the world, just around the town, to introduce us to a new service we are not even aware of in the pandemic.Printed Pieces ThatPersistBy Alicia Wilhelmy

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Here are just a few ideas of ways to use print and the post to create connection with your customers. The main point is to have fun with it and imagine your ideal customer checking the mail, tak-ing her undistracted walk to the mailbox, sorting through what has arrived, and de-ciding what will make it past the recycling bin to the kitchen ta-ble where it has the opportunity to remind her and the rest of her family over and over that you are missing them too and available in new and unique ways during this time. Provide useful in-formation - give them a recipe, a seasonal checklist, a calendar of full moons, be creative.Make it interactive and better yet, funny - even our TikTok obsessed teen put down the phone and picked up a pencil to do a “Mad-Libs” in the paper re-cently. How about a mini crossword, word search, “I Spy” game, coloring page, riddles, jokes or some trivia the person checking the mail will want to share with the family? This does not just ap-ply to households with children - everybody needs to have a laugh and some fun right now. Tell a story - Re-member that whole we are wired for con-nection and belonging thing? Guess what? It makes us love sto-ries. Tell the story of your business, one of your favorite custom-ers, somebody in your neighborhood, one of your awesome employ-ees. Use photography carefully to add the sense of being present - creating virtual eye

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contact from the print-ed piece. When all else fails, harness the power of cute - animals are win-ning at marketing right now. Our golden re-triever gets more likes than any of us when he shows up on social. The same is true for print. While the pandem-ic is challenging us in so many ways, it can also give us the op-portunity to connect with our core custom-ers and bolster the relationship and brand loyalty that every busi-ness wants. Using print and the power of the post to connect with your customers in the pandemic is a win-win for business. Let them know you’re thinking of them, and they’ll be thinking of you too. Alicia Wilhelmy Experienced small business owner with a demonstrated history of working in the printing industry.Learn MoreGorgeous Handmade Leather JournalsAPeeling Readers Leather Journal25% Discount Code: BookAPeelDiscount is for the purchase of any handmade leather journal on the MarketAPeel site.

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Want a Printed Issue of APeeling?Choose the Articles You Want or The Issue You want PrintedBuy one copy or a hundredCustomize it with your Branding and corporate messagingLearn More

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What MarketAPeel Offers YouHelp dene brands and tell their stories to ideal audiencesGraphic designLogosSignage Websites FlyersBrochures Content GraphicsVideoCopy writingGhost writingSocial Media StrategyContent CreationsManagmentCoachingBook Writing and Publishing Help people write their books, design them, and self publish themClick the Peel to learn how to submit your storyThank you to all the contributors of the APeeling Magazine. You are the reason there is a maga-zine because I am a one woman show with only so much time and could not do it without you. All stories are wrtitten and edited by contributors and not the property, opinion, or views of MarketAPeel

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July 6th 2020

Photo by Yiran Dong

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Pivoting during Con-tent is a huge part of every business’s overall strategy. It forms part of your branding, your marketing, your busi-ness plan. It’s a large component of how you reach your goals, re-gardless of what your goals are. If you want to be noticed, you must be publishing content that appeals to your target audience on a regular basis. But what do you do if you have no idea what to create? How do you come up with the content ideas to ll your emails, sales funnels, blog posts, or ads? It’s something al-most every single one of my clients have struggled with – and what they pay me to help them with. But it’s also something I struggled with for many years in my own busi-ness, and this struggle made me feel like a bit of a fraud. Why was it so easy for me to create a con-tent plan for my clients, but so difcult for me to create one for my own business? Part of the answer was hidden in the pro-cess I use for my cli-ents. Once I realized this and started implement-ing the same process for my own business, I stopped struggling with coming up with ideas. My Process#1. Look at competitors When I sign a new client, the rst thing I do is go look at 3 of their top competitors. (3 is the “magic” num-ber. It’s not so many that it’s overwhelming or takes forever, and it’s enough to see trends.)Who are they? How are offers positioned?What is their price point? Incentives offered?What they post on social? What topics of blog posts? Do they engage audience? I also sign up for their lead magnets and emails so, I can see what they’re doing on the back end. I call this “Ethical Stalking,” because all of this stuff is public do-main, and it’s not done so that you can copy what your competitors are doing; copying is unethical and if you care about your busi-ness reputation, you’ll avoid it at all costs. Remember, you and your competitors share an audience, and the audience will notice if things are too similar. If you’re copying, you’ll Innite Content ideasBy Trina Waller

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likely be called out for it or worse, be served a cease and desist. Your goal with Ethi-cal Stalking is to form a baseline that will allow you see what’s being overdone or what’s not being focused on enough, then create content to ll the gaps. Going deeper, the strategy you use to create content after analyzing your com-petitors could do one of two things:a.Indicate allyship, orb.Create polarityi.e. If you’re trying to show an allyship, pick a piece of your com-petitor’s content and expand on it. If you’re trying to create polari-ty, pick a piece of con-tent and offer a differ-ing opinion. A word of warning if you choose to try to create polarity: your goal is to make your business stand out, not bash your competitors. Bad-mouthing your competitors doesn’t in-cite trust from your au-dience and can cause them to turn on you. Use this strategy care-fully and thoughtfully.#2. What comes “Second-Nature” What are they nat-urally good at? Create content around it. I ask my clients about the things in their business, prod-ucts, or services that they don’t even have to think about. The things they (mistaken-ly) assume that every-one knows – or should know. These are the things you should be creating content about because they are al-most never common knowledge to anyone Which story to tell?

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outside your industry. People tend to hes-itate with this because they think it’s too ba-sic, too easy. But con-tent doesn’t need to be complex to be en-gaging. As a matter of fact, the easier it is to understand, the better it’s received.#3 Create content around what they don’t know Depending on their industry, I may ask my clients to tell me about what they don’t know (yet) but wish they did. Then, I encourage them to spend some time learning some-thing and document the process so that content can be created around it. People love to see other people learning, especially if it’s at their own level. While this content strategy doesn’t work for every industry, if done right, it can make you more relat-able to your audience by showing that even if you’re an expert, you’re not an expert in everything. It shows that you’re willing to be vulnerable, to be real. And people like to do business with peo-ple who are real.#4 Let the audience tell you Oftentimes, busi-nesses will create content around what we think the audience should know about. The audience usually has different ideas. What are some of the most asked ques-tions your clients or potential clients have? What are they com-menting about the most on your social feeds? How many times have you written the same informational email to different peo-ple? These are the things your audience wants to know about, and they’re at out telling you that. Cre-ating content around these things before they have a chance to ask can position you as someone who “gets” them and allows you to start forming a re-lationship before they even approach you.

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A lack of content ideas was only part of what was holding me back. The other part was being unsure how to create the content. So even on the rare oc-casion that I had a fan-tastic idea for a con-tent piece, I struggled with creating it. Not because I’m not a writ-er, but because I am. I have a long history in creative writing; I’ve been writing stories since I was 7 years old. Some of them have even been published internationally in well-known publications. I also spent years in corporate writing pro-fessional business doc-uments. But there’s a big dif-ference between cre-ative or business writ-ing and writing copy.This difference is what causes most people to hesitate for one of two reasons: •For those who have a background in writing, they think they know what they’re doing, but when their content ops, they have no idea what went wrong.•For those that have no experience in writ-ing, they think their writing sucks, so they seldom get started.When I rst started writing content copy for clients, I had to unlearn everything I thought I knew about writing. Writing copy for various content types doesn’t follow the traditional rules of ei-ther creative or busi-ness writing. It’s bold enough to complete-ly throw out the rule book, too. Copy writing doesn’t care if you’re a writer. It cares that you have something to say. The real “secret” to writing content is to write how you talk. Be-cause content is creat-ed to spark a conversa-tion with the audience.

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And we don’t ever talk with perfect grammar. Oh snap! I just started sentences with ‘and’ and ‘because.’ Strunk & White are rolling over in their graves. But Copy doesn’t care. Colloquialisms? Bring it on! Copy LOVES them. Clichés? They’re welcomed with open arms. Typos? Copy doesn’t even sea them unless their’s alot. Maintaining style throughout a piece? Whatevs. Copy’s cool with it. Anthropomorphiz-ing things? Yup, Copy likes it when you give things a personality. But Copy doesn’t like big words. Copy reads at around a grade 7 or 8 level and doesn’t like to use a dictionary.So if you’re struggling to come up with con-tent, throw out every-thing you think it has to be and just write. Or pull out a voice record-er app on your phone and speak it. There are many apps out there that will transcribe your words into text for you. The more content you create, the easier it becomes.Click to DiscoverClick to DiscoverTrina Waller helps people with their social media content.Want To Listen to APeeling?APeeling Members have access to APeeling in Audio les to download and listen on the go

5 Free to anyone audio files

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#103 11959 203rd Street Maple Ridge, BC Click to View MenuMenuWant To Listen to APeeling?

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As a novelist, I cre-ate characters out of thin air and put them into different situations to tell a story. The more I know about the char-acter, the more believ-able I can make their reactions. The more believable their reac-tions, the better the story. You don’t want ev-ery person who walks through the door be-cause most will cause you more headaches than they are worth. That is the great thing about being self em-ployed - It’s your busi-ness, you get to work with the clients you want. Yes, money is part of the equation, but you only have so much time to work, don’t ll it up with the wrong thing. Take what you have to in order to pay the bills and leave enough time to tell your story to the optimal clientele. Understand your busi-ness, product, and ser-viceTo determine your ideal market, you will need to completely understand your product, service, and business. I know you think you under-stand it, however, what I mean is you are able to explain it to every-one, even the ones who may be a little slow on the uptake.• What does your business do? • What problems does your product or service solve? • Why should a person buy your product or service? You are working too hard for too little if you do not know why some-one should buy from them or whom your customers are.Know Thyself Grasshopper. It is easier to trust someone when they are like you rather than extremely different. By knowing yourself, you will be able to deter-mine what characteris-tics in a customer are more likely to result in a positive experiences and referrals.Characterization Method Certain characters are based on arch types. These are two dimensional charac-ters who are limited by the expectations of the reader. They are used by authors for a certain role in specic story genres and for the most part, they are not based on real peo-ple and rarely grow or change.Know Your Ideal AudienceBy Shannon Peel

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In some stories the characters feel real, you can relate to them, you under-stand them and can see yourself being friends with them. They are awed, learn and grow as the story pro-gresses. These are the well-rounded charac-ters who are created through a process of asking questions, cre-ating back stories, and drawing from people in the real world. This is the kind of process you want to engage in to dene your ideal client. Start by identifying your favourite clients. If you don’t have any yet, think about the kinds of people you get along best with.Demographics are Not Enough Let’s start with the easy stuff, the obvious part of target marketing – demographic stats. These include, age, gender, race, profes-sion, married, single, kids, homeowner, ad-dress, and income. Write down the gen-eral demographics of your ideal client, then take it one step further by asking why you want to target that age, gender, etc and how will your product or ser-vice help each group?• What hobbies does your client have? • Where do they shop? • Where do they like to eat, go for drinks, exer-cise, and vacation? Ask all the ques-tions which will tell you what kind of buying habits they have, their recreational choices, and how they value their status or image.

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Which values does your ideal client have? Values encompass things like, honesty, courage, leadership, and vision. The Inter-net has lots of lists to help you dene a per-son’s values.What does your client want most of all? The common wants are, security, fame, adventure, happiness and love. Once again you can do a Google search to come up with a list to help you.What about your cli-ent’s morality or belief system? Things people pas-sionately stand for are charities, causes, polit-ical views, religion, and world order. This is a starting target for your core ideal client, so though you may think this isn’t important, it is, because it will help you identify where to nd your clients.What is the main prob-lem your client has? This is where your ability to solve their problem comes in. Look deeper into the problem by asking probing open ended questions. • Why does he have it? • How does he communi-cate that he has it? • Does he even know that he has it? • When does your client’s problem become so critical they need your solution, yesterday? • Is it when they are standing knee deep in water? Understand how this problem ts in your ideal client’s life and what it looks like when he needs your solution. Don’t get so de-tailed that you will only target ve-foot-nine, blue eyed, blonde haired, bombshells with great bodies. You want to keep your characterization gener-al enough to describe a decent sized group of people. If you nd your ideal market is too tight, loosen up your criteria, if it’s too large, tighten up your criteria. This is your ideal mar-ket, however, the size of your budget will help determine how large of a market you can af-ford to broadcast to.APeeling in Your InBox MonthlySubscribe Today!Discover what MarketAPeel can do for your company

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Story creates connections between people by touching our souls and weaving the threads of our lives together into a larger tapestryIf you don’t know how to tell your story or don’t have the time, MarketAPeel has created two solutions to help you.APeeling - Personal Branding StoriesUnPeeled - Legacy / Memoir StoriesDiscover Them Yourself!

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Design A Plan for Covidby Vanya Wryter Around us, busi-nesses are reopening, like Sleeping Beauty’s castle after the spell is broken. Many peo-ple experienced life during a pandemic for the very rst time. They saw their favou-rite businesses close temporarily or perma-nently. Around them, people lost jobs. They changed their every-day routines and were separated from friends and family. This was the world that many people had experienced as they entered phase 2. One question lingered on their minds: Was it safe to go back to the restau-rants, stores, and work-places they used to frequent?This question is an important one that our organization, Yellow Cross, chose to tackle for business owners. If you are reopening your business during the pandemic, a clear training plan for your staff can improve safe-ty for both employees and customers. Clear Plan for Reopening Before reopening, you will need to de-vise a clear plan for your staff and place of business. Some of the questions you will want to ask yourself include: how many employees will be returning to work? What areas of your business will be open to the public? And which areas will be accessed by your employees? Old habits will need to change. Staff will no longer be able to gather in the lunch-room or watercool-er, for example. As a result, shared work areas will need to be cleaned, but how of-ten? And who will be responsible for the cleaning? Everyone, including staff and customers, will need to practice physical distancing, but how will you en-force those restric-tions? Will you limit the number of people in the ofce? Will you provide signage to direct the ow of trafc into and out of your place of business? Other consider-ations are the number of customers that will be permitted into your business at any given time and whether the installation of plexi-glass barriers will be necessary. Some areas of your business may already be online. But for cus-tomers who are physi-cally in your business, how can you ensure

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that you have done the best you can to protect the health and safety of customers and staff? What train-ing plan will you de-vise to protect them from COVID-19?Training Workers for Their Return to Work Training your work-ers can be an enor-mous undertaking, especially if you have many employees, multiple work shifts, or health and safety training is not your area of expertise. We have created an edu-cation and certication program that prepares your business for re-opening. The main benet of our online infection prevention and con-trol program is that your employees can access the training at their convenience. The training covers many critical points, from disinfecting to hand-washing. Workers should be aware of how COVID-19 spreads. Understanding the science is critical to understanding why specic measures must be put in place to slow the spread of the virus. For example, we teach clear directions on cor-rect handwashing pro-cedures, when to wash hands with soap, or when the use of hand sanitizer is acceptable. The training also cov-ers procedures for common work areas, such as shared work-spaces, the company kitchen, and the ofce photocopier. It an-swers questions such as what cleaning pro-cedures need to be in place and who would be responsible for

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those procedures.Some old habits will need to change, such as sitting down to use a shared computer, or crowding into an elevator to get to the ofce on time. New procedures will be in place to handle these situations. These procedures will be customized for your specic business and will be developed as a joint effort be-tween your staff and the business owners and employers. New signage will also regulate the ow of movement in your business. We provide the signage to show customers safe dis-tancing from other customers and staff. Our Yellow Cross Certi-ed SAFE signage will clearly let the public know that your es-tablishment has gone through proper train-ing for their health and safety. The Advantage of Formal Training When staff mem-bers have complet-ed their training and passed the exam, they will receive a certicate and your company can claim it is Yellow Cross certied. This certica-tion is the vital differ-ence between reopen-ing with training and reopening with only assumptions about best practices. With this certica-tion, your business is demonstrating that it is aware of its LEGAL responsibility to pro-tect your employees and customers. Most other programs do not educate your frontline employees, which pro-vides an opening for liability claims should an employee or cus-tomer catch COVID-19 at your place of work. For more information about the Certied SAFE program visit yel-lowcross.org or contact vanyawryter@gmail.com. Vanya helps clients tell their success story to the worldWant to Write Your Story?Become an APeeling Member For tips and support to HelpYou tell Your StoryClick on the Peel

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Help Make APeeling BetterClick Peel to take a quick SurveyIs your child struggling with Math, English, Biology?Carter Allen offers tutoring for all ages. He graduated from highschool with over 90% in all subjects and made the deans list in his rst year of university.Click Peel to email him.

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Published!Cutest VideoVideo here Steve Aspinall, of Marsh Commercial UK, created a video to inspire his colleagues, who moved from an ofce environment to a work from home situa-tion during social dis-tancing. Anthony Gruppo sent me this slice of the video, which fea-tures the book Mar-ketAPeel helped him write and publish. The video was so cute, I just had to share it. I contacted Steve to get his permission and discovered he original-ly, meant to create one video for his ofce and they loved it so much he agreed to make more. Before he knew it, other members of Marsh Commercial UK were asking for them. He has committed to make 3 per week and post them to a YouTube channel to bring people humour during a challenging time. I love the creativ-ity being generated by people during their isolation. Social media is full of funny, interest-ing, and educational creative content. I hope Steve con-tinues to inspire us with his videos after he’s back in the ofce. Click to watch more

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Pushers of the PossibleAvailable on AmazonPublished!Anthony C. Gruppo, CEO of Marsh Commercial, UK, talks to business leaders who started out with a dream and the determination to build successful companies by Pushing the Possible in both life and business. Join Anthony and his guests as they share their stories, the advice they received from some of the greats, and how they Pushed the Possible in their lives. Buy it Today

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“I’m calling you and all of my friends and colleagues of color to check-in and see how you are doing.” That was the voice-mail I left for a client-turned-friend to see how he was doing. I hadn’t rehearsed what I was going to say. I was just calling to check-in on a friend like I had with the co-author of this series on race, Gina Green-lee. The next day I was delighted when my friend’s name popped on my phone. We updated each other on our kids, shared Covid-19 impacts and discussed the latest act of racism and the ensuing protests to end police brutality. It Takes Courage and Openness. “One more thing before we hang-up,” he said. “I have to tell you this because we’ve known each other a long time and I value our friend-ship.”I couldn’t imagine what he was about to share with me. “I really appreciat-ed you calling me the other day and leaving me a voicemail. But when you said you were ‘calling all of your friends of color to see how they are doing’ I was taken aback. I thought I was your friend, not a friend that is in some folder on your desk marked black friends”. I kept listening. I didn’t defend the voice message I had left. Instead, I really wanted to understand his perspective. “Imagine if I said to you, ‘I’m calling all of my friends of white-ness to see how they are doing’. See how that sounds?” It took courage for my friend to broach this sensitive issue with me. It took openness on my part to listen and not defend. The Complexities of Racial IdentityLike anything in life, people perceive and react to the same sit-uation in countless differing ways. People who identify as black, African-American, bi-racial, a person of color or BIPOC (black, indigenous, people of color) are no more ho-mogenous than white people. When asked Race: Discussing the Undiscussable By Margaret H. Greenberg with Gina Greenlee

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what the black commu-nity’s reaction was to one of his movies, ac-tor Denzel Washington replied, “I don’t know; the black community doesn’t meet at my house on Wednesday nights.” My client-turned-friend was taken aback by my friends of color lexicon. When I ex-plored the use of the same language with another friend and co-author Gina, she replied, “That totally works for me.” “Telling me, ‘I don’t see you as black’, is to deny a large part of who I am, how I exist in society and what informs my worldview; in short, my culture.” She went on to ex-plain, “My maternal great-grandmother was white and my paternal great-grand-mother was Native American. I never knew either woman. They are not reected in my appearance or life ex-periences. I self-iden-tify both as black and African-American.” Comedian, creator and producer Rob-in Thede of HBO’s A Black Lady Sketch Show self identies as black and Afri-can-American. Her mother is black and her father is white. American golfer Tiger Woods self-iden-ties as mixed race. Margaret and Gina

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His father was of Afri-can-American, Chinese and Native American descent. His mother is of Thai, Chinese and Dutch descent. When, in a 1997 in-terview, Oprah Winfrey asked Woods whether it bothered him being called African-Ameri-can, he said it did. As a teenager, he had coined his own term to describe his racial identity: Cablinasian - a person who is Cauca-sian, Black, American Indian and Asian. And, the lesser known San Franciscan who lmed a white couple calling the po-lice about a Black Lives Matter message he stenciled in chalk out-side of his home, is of Filipino descent and identies as a person of color. Recent events have prompted conversa-tions of race and racial identity all over Amer-ica and around the world. Talking with our friends of varied col-ors is a good start. But where we can have an even bigger, positive impact is to have these conversations in the workplace -- the place where many people rst interact with some-one who looks differ-ent from themselves. One of the Unwrit-ten Rules of the Work-place. For decades, Human Resources professionals have instructed managers, “Don’t discuss race at work.” It all started with the EEOC and the in-terview process in an effort to prevent dis-crimination. For exam-ple, there are illegal questions that cannot be asked in a job inter-

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view. Concern for how discussions of race, religion, sexual orien-tation, disability and other sensitive topics may polarize and dis-rupt the productivity of employees, many HR professionals have discouraged manag-ers from talking about them. Fast forward to 2020. Now managers are expected to facili-tate a meaningful dia-logue about race with their employees, how-ever, few managers are equipped with the emotional intelligence (EQ) skills – such as empathy, compassion and listening – to be able to condently do so. As one HR lead-er shared recently, “I cringe at the idea of where these conversa-tions could lead and the trouble they could cause - not just from a discrimination lawsuit perspective, but just a work environment perspective. It always seemed safer to just tell managers to avoid these conversations.” “I’m not saying we shouldn’t do it,” she went on to explain. “I’m just saying we have a lot of education and development to do.” Building the Frame-work as We Go“When conversations on race happen without thought and care,” says race scholar and NY Times best-selling author Ijeoma Oluo, “it’s pretty much just a shouting match unless we have useful termi-nology and discussion tactics. And we don’t because we are told that racism lives in the hearts and minds of in-dividuals; there’s noth-

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ing we can do about itbut convince racists tolove people of color.So, when you are ex-periencing a nice per-son who is treating youdifferently because ofthe color of your skin,where does that t foryou and where doesthat t for the personwhose only descriptor,when you say, ‘that’sracist,’ is someonewho’s lighting a crosson re?”So as we stumbleour way into this newterritory of discussingthe undiscussables wemust do so while alsogathering a sharedlexicon and guidancefor those leading orfacilitating these dis-cussions. To forbid oravoid discussion ofrace in the workplaceis to perpetuate mag-ical thinking. Becausethe truth? “We’re al-ways talking aboutrace,” says Oluo. “Wetalk about race whenwe don’t ask peoplewhat they need andwhat their experiencesare.We’re talking aboutit in our everyday de-cisions. We might aswell try to do it witha little thought andcare.”
Help Make APeeling BetterClick Peel totake a quick SurveyCheck out more about Mar-garet and Gina’s story aboutdiscussing the undiscusable.

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The Giveback by Paula Curteanu What’s next for Racial Equity? Converting interest into Action When my 15 year old white son watched the videos of George Floyd being publicly exe-cuted by white po-lice men, he said with his head down: ‘by the time I grow up, white men will be the most hated on earth and they will be killed on the streets for this.”It was hard to debate that point of view. I wonder what 15-year-old black teens felt as they watched it. What did their black parents tell them about their future? I don’t want to trade places with her. Here are some facts. Racism was in-vented by white peo-ple, using weapons and violence to op-press in order to gain more wealth and more power. Racism was born out of fear, turned into greed – which is fear of not having enough. Throughout history, the people who didn’t directly oppress others due to the colour of their skin, did it indi-rectly by being quiet about it, and silently reaping the bene-ts. Some of the biggest insurers, such as Lloyds of London, publicly admitted last month that they made their fortune from the slave trade, by insuring the slave ships, and their company is the still the most underrepresent-ed when it comes to diversity in the entire insurance industry. We know. But we accept it and we car-ry on with our daily chores and online shopping. Why do we do this? White privilege is not about majority - 80% of the world pop-ulation is non-white.Economy wise, South America, China, and India - largely non-white regions, hold the majority of the world’s economic pow-er. So how come such a small sector of the population, without a monopoly on eco-nomic advantage, hold power when dening the standards of white privilege? I really don’t know. But why do we allow it? When we watch the news and other media platforms ha-tred is running ram-pant, but is it true? Is there more hatred than compassion in the world as of today? What I do know is I can simply choose to act. If I don’t even try

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EMPOWER the PERFECTIONIST ChildDoes your child get down on herself? Is she hard on herself? Is she a ‘perfectionist’ child? Some parents have reached out to me to ask what they can do to help their child who they believe has perfectionist tenden-cies. As someone who grew up with a moth-er with perfectionist tendencies, I picked up those qualities too in many ways. It isn’t easy going into the adult world expecting and wanting things to be perfect from the start, and then realiz-ing there will be many roadblocks, ‘plan B’s’ – which a perfectionist mostly hates, and even failures. -- What? Fail-ure? Aarrgh (running in the opposite direc-tion…Right?) I’ve been working on those tendencies since I was 19 years old and have worked to diminish the effects of these habits on my life. There are adults in their 60’s now trying to unravel their perfec-tionist habits so they can learn to enjoy life more. This is isn’t easy as we get older, so the sooner we start with young kids, the better off they will be in the long run. There isn’t one sin-gle answer that will ‘t’ each child because each child is unique. But here are some ways to help your child that will benet her re-gardless, and will help to increase the connec-tion in your relation-ship. First, what are some signs of a perfectionist child?•Gives up easily after only 1 or 2 attempts of something,•Unable to overcome mistakes,•Has difculty manag-ing change,•Self-critical, self-con-scious, or easily em-barrassed,•Sensitive to criticism even if it’s constructive,•Anxiety about making mistakes,•Procrastinates or avoids challenging tasks,•Tendency to stay in comfort zone,•Emotionally and so-cially inhibited,•Critical of others,•Difculty decision making…These are just a few.So what can you do? Be vulnerable and open; share your past mistakes or poor choices with your child (based on what is age appropriate of course).It can be hard for par-Ashley Anjlien Kumar

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ents to open up and be vulnerable with their kids; many par-ents struggle with showing their mistakes, aws or poor choic-es from the past. But sharing these “imper-fect” parts of yourself allows you to reach your child on ‘their’ level - you become approachable/reach-able - and that is life changing! If you choose to not share your imperfec-tions, mistakes or poor choices, then your child has only your achievements to ‘mea-sure’ up against. Not because you are ask-ing them to ‘measure up’ and not because she is trying to ‘mea-sure up.’ But because her brain doesn’t have anything else to com-pare to right now. At least not on that very intimate relationship level than can only be experienced in the par-ent-child dynamic. When you step out of your comfort zone and share your mis-takes with your child, be sure to share the LESSON you learned from it, and how expe-riencing the mistake actually helped you. If kids can see the posi-tives around a mistake, a mistake is less threat-ening. Sharing Points:What did you gain from the mistake?How did you grow from the mistake?How has the lesson helped you in other areas of your life? Here is a story I would tell my child 5-10 year old child about a poor choice from my past:

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When I was 7 years old, I made a very poor choice that was disre-spectful and affecte d many people negative-ly. At the time, my parents had some odd changes in their work schedules meaning they had to drop me off to school SUPER early – we’re talking like before 7am when nobody else was there yet except the janitor. I was advised to sit on the oor in the hallway on the cold somewhat sandy tile oors and wait quietly. I wasn’t offered any toys or activities to do but I may have taken 1 or 2 books with me to read while in the hallway. If the conditions were for a few days, I’m sure I would’ve handled it. But, it was for a month and it was scary being alone in the cold dark hallway. I remember trying to communicate with my parents about what I was feeling, but in our family similar to many other families just trying to make it in the world, we just did what we had to do. Feelings needed to be put aside. I was feeling upset, not in control of the situation, and slightly neglected.And one day, I ‘acted out.’ It was impulsive, which is expected for kids, but I also remember it being oddly thrilling. I walked into the classroom of a teacher I did not par-ticularly like; I threw stuff around, I messed up her papers on her desk, I knocked over a plant, and the worst…. Remember rubber cement that was used in schools in the 80’s? I took the rubber ce-ment wand and paint-ed glue all over the ivory keys of the teach-er’s piano!!! Aaaghh. Talk about vandalism. Oh did I get in trouble. I was scared for my life. I was grounded,

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most of my privileges were taken away, and boy did I lose the trust of everyone in school. My friends teased me also. The secretary Ms. Cormier, who had loved me prior to this, was suddenly very cold toward me. When might I share this story? When the opportunity arises to teach my child:• What to do when it comes to someone else’s property, belong-ings, or ‘stuff.’• What is a disrespect-ful choice.• The negative impacts of a poor choice on me - how does it play out in your life when you make a poor choice… Sure there were things my parents could have done differ-ently, but it’s likely they didn’t have much of an option – things were different in the 80’s (less ex time at work, tougher workplace pol-icies etc.) In the end, it was a choice I made. Through this mistake I learned:1) How disrespectful behaviour can cause hardship or pain for people– including my-self.2) My life was nega-tively impacted – peo-ple lost trust in me, I lost my privileges.3) When you break the rules or cross boundar-ies, the consequences can be severe. 4) How to make bet-Sanitize Hands & Hard Surfaceswww.meadowhygiene.comClick to Discover

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ter choices that don’tcause harm. And manymore lessons!The point is, whenI can share this withmy child, my child cansay, “Wow Mom. Youdid that huh? It was apretty big mistake.”And suddenly I’m notup there, this toweringparent who never didanything wrong, whomy child can never dis-appoint.Ashley Anjlien Kumaris a mother of 2, au-thor, speaker and certi-ed Wisdom Coach™for Kids. She goesby ‘The CondenceCoach’ and coach-es kids all across thecountry. Have grownup experienc-inglow self-worth, poorself-image, and self-harm from as youngas age 6, Ashley nowdedicates her time toempowering kids todevelop ‘Sensation-al Self-Condence &Soaring Self-Esteem’ inorder to live a self-em-powered, self-connect-ed and self-motivatedamazing life! She canbe reached at ashley@ashleyanjlienkumar.netBecome an APeeling member andreceive all these benets:•  Social Media Content Library•  Social Media Challenges•  Social Media Promotion•  Personal Branding Workbooklets•  Personal Branding Challenges•  APeeling in Audio Files Download•  APeeling Past Issue Files Download•  APeeling Community Access•  Discount for the BookAPeel Store•  And More... $10/Month First 30 days free

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We all have a sto-ry, a legacy, a mem-oir. Sites like Ances-try.com give us dates and places but they don’t give us the sto-ries. Ever wonder why your grandparents moved to a different country or how they met? Are you curious about what life was like when your moth-er was a teenager? Some people want to know about their family stories, their roots, or how they are similar to a mem-ber from a previous generation. The sad thing is many of those who came before us took their stories to their graves. The family storytellers share their stories, but it takes less than a generation for those stories to be lost or changed due to em-bellishments and poor memories. To help you get started with putting your story down on paper, I’ve created a 7 day challenge. Start preserving your story for your great-grandchildren today.Take the one weekwrite your story challengePreserve Your Story

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Why a Private Health Service Plan (PHSP) is a Good Idea.To attract talent in Canada, businesses can create exible health plans to incentivize and provide a non-taxable bonus to their employees. This means your employees will have more tax free cash to pay for their healthcare and the corporation will have more to deduct against revenues for taxes.Are you Incorporated? Do you operate in Canada? Do you want a healthy workforce? If you answered “Yes” than a PHSP might be a solution for you.Visit Winex.ca for details: Winex.ca

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How to Reduce Taxesand Be HealthyWithin the tax laws of Canada there are certain professions, namely doctors, dentists, and lawyers, and professional real estate corporations, who have the power to become incorpo-rated entities and as such, can use the benets of a Private Health Services Plan (PHSP) to deduct medical, dental vi-sion expenses for themselves and their families through the corporation. Let’s step back and under-stand there are only two ways you can write off medical dental expenses. One way is through your personal income tax, which everybody does. The other is a Personal Health Services Plan, which allows you to deduct 100% of your health expenses through the corporation. The differences is a 100% deduction for the corporation, as opposed to a 15% partial tax credit on your personal income tax return. A PHSP is an alternative to expensive and sometimes restrictive group benets plans. It overcomes the limited 3% medical tax credit rule on your personal income tax and enables you to pay for your personal health care costs with non-taxable dollars. Business Owners can cre-ate exible health care plans, incentives, and bonuses for their employees, which will not increase the employees’ personal income tax because this is a non-taxable benet. In other words they pay for their health care needs with non taxable funds. The business then deducts those personal healthcare ex-penses against their corporate business income to reduce their tax bill. In essence you are increas-ing your income without in-creasing your personal income tax bill while reducing your corporate tax bill.The Fine Print No premiums. It’s not an Insurance product. Contribu-tors are recognized as a 100% business deduction in the year they were contributed - even if the money is not spent that year. Unspent contributions are carried forward for future healthcare spending. No hid-den costs. A xed 10% ad-ministration fee is charged on actual claims.Who Qualies for a PHSP? Business owners, their de-pendents and their employees. There is no age limit or health questionnaires. Winex is a CRA approved way for business owners to fully deduct 100% of their personal healthcare expenses as a business expense. We have a number of different private health plans for Incorporated Businesses available. www.winex.caBy Victor Logan

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My late father’s banking career kept our family on the move. In fact, every few years we were transferred to a new place and by the age of 8 I’d lived in Red Dear, Thunder Bay, Saskatoon and Winni-peg. Then in an inter-esting twist: a ve-year move to Freeport in the Bahamas before repatriating to Vancou-ver in 1982. The incredible resil-ience of kids is a beau-tiful thing. They just keep going. Adapting, adjusting, and onward they go. And I kept going. Getting used to another new school, new friends, a new phone number and ad-dress to remember in case I got lost (which I actually did once!) and on to the next destina-tion. Our Bahamian ex-perience of the late 1970’s-early 1980’s proved to be pro-foundly formative for me. My sister and I attended a British-style private school with uniforms and our peers were the children of international bank ex-ecutives, casino enter-tainers and croupiers, oil executives from the US, Great Britain and the Middle East, Amer-ican commercial pilots, various and sundry entrepreneurial types as well as local children too. My third grade class resembled the United Nations General As-sembly (in miniature) and our weekends were mostly spent gathering with friends who happened to be from around the world. We had big picnics on a powdery white Extraordinary in ordinaryby Ashli Komaryk

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beach or at one fami-ly’s beach cottage with the other expat fami-lies, cooking, eating, playing games and ad-venturing without ex-cessive parental super-vision – it was the 80’s and there were some serious shenanigans. One sharable ep-isode that comes to mind was the time, at age eleven, when I ipped the ATV 4-wheeler and we were forced to get the par-ents involved to get me to the hospital for patching up. Turned out the nearest open medical facility on a Sunday was the US naval base. Even with my Dad there with me, it was more than a little intimidating to be es-corted through security to the inrmary. I was very relieved when a friendly young medic came to take care of me. I’ll always remem-ber how his smile and warmth put me at ease and instantly made me feel better. Even at the tender age of eleven, I knew a handsome man in uniform when I saw one. With all that friendly care, it turned out my injuries weren’t that serious and I even got a hug from the nice ofcer. Our family’s return to suburban Vancouver called upon me to de-ploy my skills of ad-aptation once more. I was an athletic kid so I dove with gusto into all the sports possible and my rigorous schooling in Freeport allowed me to easily adapt on the academic side. But socially, it was tougher. By eighth grade, there were well-established groups of friends that had been together since pre-school (a concept I could scarce-ly imagine!) and I missed having friends from all around the world with different accents, ideas and cus-toms. In retrospect, our Island life felt like a mi-crocosm of the world, immensely open and completely diverse, full of discovery and possi-bility, without limits or particular rules of en-gagement. There was an almost impercepti-ble yet deep intellectu-al and emotional stim-ulation I was receiving

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Customizable Designs for branded itemsItems for sale on MarketAPeel.agencyClick the Peelfrom such a richly di-verse environment that I didn’t notice at the time or know how to articulate. It was sim-ply what had become ordinary for us, just our “normal”.Seeking acceptance and inclusion, I adapt-ed. But it was more difcult this time. My light wasn’t shining at its brightest. In order to adapt and be ac-cepted, I felt I needed to dim those elements of my light that others didn’t seem to under-stand or welcome be-cause they were for-eign, different. Perhaps not sur-prisingly, after gradu-ation, I enrolled in an exchange program and found myself living for a year with a family in delicious and beautiful Parma, Italy, a small city of about 200,000 souls at the time. The world opened up for me once more and I adored living in Eu-rope. I liked it so much, that I stayed for 14 years! I married a charm-ing Italian, became an Italian citizen, earned my levels I and II certif-icates from the Italian Sommelier Association, graduated with a de-gree in art history from the University of Parma (my Everest… a dra-matic story for another time perhaps). This was now my new “ordi-nary” and once again I was a sh out water. In the early 1990s’ in Par-ma, there weren’t very many anglophones and I was known as “La canadese” (the Canadian – but, inter-estingly also slang for a tent). Nonetheless, a moniker I wore quite proudly indeed. Amidst all the ro-mantic “Under the Tus-can Sun” stereotypes you may be imagining right now, there were also many less-than-ro-mantic challenges in-volved in adapting to a new country, language, education system, and let’s not even talk about the bureaucracy, especially concerning citizenship application! In addition, almost no one could make sense of my name! Ashli is not a biblical name,

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Handmade LeatherJournalsItems for sale on MarketAPeel.agencyClick the Peeland the letters just don’t work well with Italian phonetics. For-tunately, there was a character called Ashley on a popular Ameri-can soap on Italian TV at the time, so that helped. It’s an interesting subconscious phe-nomenon that subtly touches your identity and sense of self when almost no one around you can pronounce your name. Through it all, there were trying times and downright dejection but the good denitely outweighed the challenges and that was also thanks to the amazing family and friends I was blessed with there. As I was preparing to defend my thesis (yes, the Italians re-quired a thesis for an undergrad degree), I reected on what new professional opportu-nities I might pursue afterward. In Italy I had worked as a free-lance translator/interpreter, voice actor for English language promotional corporate videos, and also in admin roles for a couple of companies that exported goods or services abroad. My English lan-guage skills were use-ful but I hadn’t truly found my groove, my purpose, that special something that I felt I could sink my teeth into, be amazing at and make a real im-pact doing. It was then that we received a visit from a dear friend from Vancouver who was traveling with her new husband and their infant daughter visit-ing their Italian rela-tives. A serendipitous conversation around the kitchen table (the kitchen table is reliably great for those) result-ed in me successfully applying to become the Cultural Director at the Italian Cultural Centre in Vancouver. So back to Canada it was. I would be able to spend more time with my own family again and experience that Canadian work-life my friends back in Canada were telling me about – things like conferences, promo-

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tions, work events, ca-reer trajectory... none which I had experi-enced yet as an adult. By then I was curious about all of it and crav-ing it too. While I loved being back in Canada where I felt my career could now take off and ev-erything was possible, I still didn’t feel like I t in. After 14 years, I felt very European and I quickly under-stood that I had be-come more Italian than I realized over those formative years of my young adulthood. I was technically an Ital-ian citizen, spoke the language at a sophis-ticated level thanks to my Italian university education (and to my obsession for words and language) and yet, in my public-facing leadership role at the Italian Cultural Cen-tre, I wasn’t entirely accepted by everyone in the community as being really Italian. After all, what Italian mother would call her daughter Ashli? Nope. They weren’t buying it. Mamma mia! Despite that detail, I happily remained there for almost nine extremely fun, fullling, empowering and ed-ucational years of cre-ating new programs, building the organiza-tion’s public prole and celebrating the Italian culture in the com-munity in every way I could think of! I had denitely found my groove. I got to speak Italian every day, I was channelling my intense passion for the Italian culture and my love for public speaking. I ex-perienced that “ow” you feel when you are

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expressing the best of your talents! After six years in my role at the Italian Cultural Centre, an esteemed colleague suggested that I need-ed an MBA. The seed was planted and after scaling that new Ever-est I decided I need-ed to ex those new business-y muscles and get a more serious job that wasn’t as much fun. (Surely, you’re not supposed to have that much fun at work, I mistakenly believed).And that’s when things took a different turn. Working under various different leadership styles was a real awak-ening. Some of those lead-ers were uplifting and inspiring and others decidedly not. This new negative reality shook me deeply, and made me feel naïve – was this the real world and I had no idea how things really worked? How could people leading others not understand the impact they were having on their subordinates with their demoralizing or unkind words and be-haviours? Or maybe they did realize it and they just didn’t care? Had anyone taught them compassion? Didn’t they want to motivate those follow-ing them to perform to their highest potential? I learned how difcult it is to perform well when trust is absent and your psychological and emotional well-be-ing feels like it’s under attack.You can’t nd your “ow” and your “groove” is nowhere in sight! I had more lessons coming to me because in rapid succession my step-father suddenly passed away, a month later my mother suf-fered a life-altering stroke during cancer surgery and then later that same year my fa-ther passed away one month after a cancer diagnosis. At a certain point, it was too much, and I gave myself a “time-out” from life. I retreated to the Caribbean for a few months to digest it all and get my feet back under me. I guess the Universe decided I needed another signal because one afternoon while I was sitting on a chaise at the beach, fo-cusing on breathing in and breathing out, the wind blew the umbrel-la next to me up out of its base and the metal shaft wacked me in the head sending me to the ER with a concus-sion. Such a random “accident” can’t have been a coincidence, can it? Well, as fate would have it, it was at that point, that it hit me, guratively this time. My new-found pur-pose. I needed to become a leadership and communication trainer and coach so I could bring greater awareness of the huge impact that a leader can have, both on the people who follow them and on the bot-tom-line success of their organizations! I wanted to coach lead-

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ers to know themselves so they could better understand their team members and identify the motivational needs of each individual. I wanted to help teams communicate more effectively and work together more harmo-niously and more pro-ductively. I became a certied facilitator with DiSC and the Five Behaviors of a Cohesive Team tools and, newly invig-orated, I got to work reaching out to orga-nizations, associations and individuals who could use my help.I found my groove again! I loved working with teams who wanted to nd strategies to work better together. I loved how my clients en-joyed the assessments and how much they engaged in the explor-atory dialogue around interpersonal work dynamics and how to make them better. I was working with teams from law rms, sports associations, nancial advisors, non-prot teams and even the RCMP! It was interesting to see how human nature and the desire to understand one another transcend any industry sector and org-chart position. We all want to work better together. I wondered if I could step up my ow even further by work-ing more in a sector that represented a huge area of passion for me: the world of wine. I began to research the wine industry here in British Columbia and also comparatively in other areas of the world too, including Napa. I wanted to un-derstand what kind of

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training existed in the sector and what the guest experience was like between those wineries that invest-ed in training for their front line and also their admin/leadership teams, and those that didn’t. Consumers I inter-viewed reported incon-sistent quality of their experience with a wide range of levels of satis-faction. The majority of wineries I surveyed reported that they didn’t have a formal training program be-yond covering local wine knowledge. Most wished their staff had better sales skills and most didn’t feel as though they were fully leveraging all oppor-tunities for higher di-rect-to-consumer sales and wine club enroll-ment in their tasting rooms. My mystery shop-ping observations con-rmed that there was denitely an opportu-nity here to help our wineries. I gratefully accept-ed an invitation to speak at the BC Wine Institute’s annual Con-ference on this topic in early March and then suddenly the pan-demic shut everything down! In the shift to all things virtual, I launched a new branch of my training and coaching busi-ness called “Beyond the Wine” because I saw that “Beyond the Wine” is where the magic happens! That’s where a winery can create its “secret sauce” and differenti-ate itself from its com-petition! Training hospitality ambassadors how to establish an authentic,

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trusting rapport with their guests is incred-ibly fullling – after all, being hospitable means welcoming, ac-cepting, hosting your guests with grace and care. All things that matter deeply to me! If you can take your interactions with your winery visitors beyond simply your tasting room script, your guests will feel like they are a part of your winery and they’ll buy more wine, feel the need to stay con-nected by joining your wine club, and come back and visit often – and they’ll want to bring friends too! I’m excited and so very grateful to be able to tap into the lessons I’ve learned along the way, at last recogniz-ing the extraordinary nature of those expe-riences of mine that seemed ordinary at the time to create this unique offering to the wine and hospitality sectors. After having experienced isolation and quarantine, we may very well value that human connection now more than ever before! Hospitality done right is caring, empa-thetic, comfortable, kind, attentive – and training others to achieve this, for me is a most wonderful pur-pose and my passion!8 Lessons I Learned Along the Way1. Don’t dim your light in order to t in. Shine your very brightest and you’ll eventually nd the place that is right for you.2. A smile gives you super-powers.3. If you’re having fun at your job – that’s a very very good thing. Cherish it and appre-ciate it – it’s rarer than you might think!4. Relationships with family and friends (aka “chosen family”), and the support, comfort and joy found therein are immensely pow-erful – don’t forget to recognize and cele-brate those relation-ships every day!5. It’s helpful if you can see the challenging events or difcult peo-ple in your life as gifts sent to teach valuable lessons. Better to let gratitude in and re-sentment out! 6. Keep going. Even when life has dealt you blows that you can’t imagine recovering from, try to hold on to your trust that the Uni-verse is a good place and that it has good things in store for you. As Winston Churchill famously said, “If you’re going through hell, keep going.”7. Take time to think about what makes you happiest – then do it! Find your “ow”!8. Ensure your beach umbrella is securely an-chored.I help wineries grow DTC (Direct to Consumer) sales by training their teams to de-velop sincere and authentic connections with customers

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EXPORTING IN A TIME OF GLOBALLY UNCERTAINTY For Entrepreneurs who want to learn about Exporting their products and services. Join us and Connect with local and global business people.Date: Tuesday, June 16/ 2020Time: 7:00 am PSTWhere: https://zoom.us Code: 567-015-092Topic: Exporting in a time of uncertainty spread your risks globally Future DatesJune 16 thJuly 14 thAug 18 thSept 15 thOct 13 thNov 17 thDec 15 thRob Arthurs has ex-tensive experience in global export markets and has helped hun-dreds of companies engage globally over the last 30 years.If you are not exporting you are dying!About APeeling Click the Peel to Learn more - You will learn•Why export•How to export•Where to export •Funding sources •Spread the risk•How to minimize risk•Tips and tricks on exportsAPeeling is owned and operated by the MarketAPeel Agency in Vancouver, BC Canada. It is created each 4-6 weeks by Shannon Peel and those who submit their stories. All opinions, views, etc are those of the writers of each article and not of MarketAPeel or Shannon Peel. APeeling is only a platform to share stories. If you wish to contribute your story, please send it to advertising@marketapeel.agency. No charge to publish one story

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